Hi there,I’m Kirsty. ONE/FIVE

Kirsty HardinghamOUGD303/ FMP

Baked

How you like cakes.How you like cakes.A0632E

The Brief

The brief was to create a brand identity, packaging and a product range for a new cake shop called Baked. Baked is an independant cake shop that sells primarily muffins. The muffins come in a variety of flavours and can be purchased from either the small shops or online.

The Concept

The concept behind the brief and the design direction focused heavily on the word Baked. The logo represents baked as well as the carefully considered muffin boxes which have been designed to look like ovens. The target audience for this brief is females aged between 16-21. The idea behind the concept was to keep it fun and appeal to a younger audience.

The Design

With the brand identity I wanted a name and a logo that stood out and looked fun and engaging. The idea of the muffin came from the fact it was primarily muffins that the brand made. But I also wanted a name that meant the business wouldnt be restricted to cakes if it was to ever expand. The typeface chosen for the brand name represented the grain of a cake. The tag line ‘How you like cakes’ represented the choice they have available.

Hi there,I’m Kirsty. TWO/FIVE

Kirsty HardinghamOUGD303/ FMP

BakedThe muffin boxes were designed to keep with the theme of baked and are little ovens. They have an acetate window in the centre of the box that has the logo printed onto them. The idea being that the cake can be seen in the oven as it is being baked.

The muffin packaging has been printed onto watercolour stock as it gave it a nice texture and was strong enough to support the muffins. In further developing this brief from a cake shop to an online shop too, meant that customers could order muffins online and they would also be delivered in the oven muffin boxes.

Hi there,I’m Kirsty. THREE/FIVE

Kirsty HardinghamOUGD303/ FMP

BakedI also designed a muffin menu that would be used in the cake shop. It uses the same design concept as the muffin take away boxes, in the fact it has an acetated window with the logo printed on. The menu shows the different flavours available from the shop.

Hi there,I’m Kirsty. FOUR/FIVE

Kirsty HardinghamOUGD303/ FMP

Baked

How you like cakes.

How you like cakes.How you like cakes.

Above is a proposal for the exterior of the Baked cake shop. I have kept the colours of the shop the same as the muffin boxes as I wanted consistency throughout the design range. The colourful muffins would be on cake tiers in the window to again stick with the concept of seeing the cakes through the oven. The Baked logo would be on either window and also on the retractable cover above.

I have also designed the uniform for the staff incuding those who work in the cake shop and the delivery staff for the cakes ordered online. The staff in the cake shop itself would wear an apron with the Baked logo in the top centre, the delivery staff would wear a grey t shirt that would use the concept of the cake in the oven.

How you like cakes.

Hi there,I’m Kirsty. FIVE/FIVE

Kirsty HardinghamOUGD303/ FMP

BakedThis is a proposed website homepage for the Baked online shop. The website allows customers to order cakes online for delivery to anywhere. They can order in large quantities but also have the option to mix and match flavours, allowing them to create a cake how they like it. There would be a range of cake flavours, icing and toppings.